For the experimental component of the research, visual mock-ups of cigarette packages using several elements were presented to respondents, to test the effect of size (coverage of pack) changes.
These mock-ups differed on four dimensions:
• Health warning message – two different health warning messages were selected to be used on the mock-ups, one focusing on the mouth and teeth, and the other on the lungs.
• Format – two different formats were presented, one in which the full brand information is visible on the pack, called branded, and the other format, called a plain pack, where the brand is named but there are no brand markings such as colours, fonts, logos, etc.
• Size of health warning message – four different size options of health warning message were presented, including the current option in which the message takes up 50 percent of the face of the package, and three others – a 75 percent pack, a 90 percent pack and a 100 percent pack. (It should be noted that only two different sizes were used with the plain pack format, the 50 percent pack and the 75 percent pack.)
• Brand – two brands were presented, Player’s Rich Flavour and Peter Jackson Full Flavour.
This set of visuals thus presents a possible 24 combinations: 16 brand packs (2 HWMs x 4 sizes x 2 brands) and eight plain packs (2 HWMs x 2 sizes x 2 brands). Given that 24 displays are too many to present to each respondent, it was decided that each respondent would view six displays, making use of a rotation formula. Four subsamples of 250 each viewed a specific version or rotation, as shown in the following table. The four versions were tested and rotated in equal numbers in all 11
communities.
Rotation formula
Mouth/Teeth Mouth/Teeth Lungs Lungs
Recall Section 50% branded pack 75% plain pack Size Section 50% branded pack
75% branded pack Behaviour 100% branded pack 100% branded pack 100% branded pack 100% branded pack
Experimental testing: Recall
The major objective of the Recall exercise is to determine the extent to which adult smokers are able to recall the brand name of packs with different sizes of health warning messages for the two pack formats: branded (brand visible) and plain.
In the Recall section of the experimental testing, respondents were shown a mock-up of a branded pack with one of four size options for health warning messages (50%, 75%, 90%, 100%), and a mock-up of a plain pack with one of two size options for health warning messages (50%, 75%), depending on the rotation formula. The order of display of the branded and plain packs were rotated such that approximately half of the respondents in each rotation saw the branded pack first, and the remainder saw the plain pack first.
Overall, in experimental testing, 90 percent of respondents correctly recalled the brand name of the branded pack they were shown, and 95 percent correctly recalled the brand name of plain pack they were shown.
Younger smokers – those aged 18 to 24 and 25 to 34 – are more likely than older smokers – those aged 35 to 44, 45 to 54, and 55 or older – to demonstrate correct recall of brand names of branded packs (93% and 95% vs. 86%, 84% and 86%); those aged 18 to 24 (99%) are also more likely than smokers aged 35 to 44 (94%), 45 to 54 (89%), and 55 or older (93%) to correctly recall the brand names of plain packs. Men (92% vs. 88% of women) and Anglophones (92% vs. 84% of
Francophones) are more likely to correctly recall the brand packs.
Looking at the recall rates for each of the four sizes of health warning messages, 95 percent can recall the brand name of the branded pack with the 50 percent size option, 94 percent can recall the brand name of the branded pack with the 75 percent size option, and 93 percent can recall the brand name of the branded pack with the 90 percent size option. Recall drops to 77 percent who can recall the brand name of the branded pack with the 100 percent size option. For the plain packs, 95 percent (93% in rotation 3 and 97% in rotation 4) can recall the brand name of the pack with the 50 percent size option, and 94 percent (94% in rotation 1 and 95% in rotation 2) can recall the brand name of the pack with the 75 percent size option.
Recall of brand names
Rotation 1 Rotation 2 Rotation 3 Rotation 4
N=251 N=254 N=251 N=244
Player’s Rich Flavour Peter Jackson Full Flavour
Player’s Rich Flavour Peter Jackson Full Flavour
Mouth/Teeth HWM Mouth/Teeth HWM Lungs HWM Lungs HWM
Percentage (%) who recall brand name of Branded Packs
50% size option 75% size option 90% size option 100% size option
95% 94% 93% 77%
Percentage (%) who recall brand name of Plain Packs
75% size option 75% size option 50% size option 50% size option
94% 95% 93% 97%
The order of display may have an impact on recall. In the recall exercise, when the branded pack is shown before the plain pack, recall of the 50 percent size option is 92 percent, the 75 percent size option is 93 percent, the 90 percent size option is 90 percent, and the 100 percent size option falls to 66 percent. When the branded pack is shown second, there is markedly less fall-off in recall with the 100 percent size option. When the plain pack is shown first, before the branded pack, recall of the 50 percent size option is 93 percent and the 75 percent size pack option is 91 percent; when the plain pack is shown second, recall is slightly higher.
Effect of display order on recall of brand
Branded pack recall
Shown first (%) Shown second (%)
Rotation 1 – 50% 92 98
Rotation 2 – 75% 93 95
Rotation 3 – 90% 90 97
Rotation 4 – 100% 66 91
Plain pack recall
Shown first (%) Shown second (%)
Rotations 3 & 4 – 50% 93 97
Rotations 1 & 2 – 75% 91 97
Experimental testing: Size
The major objective of this Size section is to evaluate adult smokers’ response to the four size options, both individually and in comparison to the other sizes.
In the Size section of the experimental testing, adult smokers were first shown the branded packs with all four size options for health warning messages (50%, 75%, 90%, 100%), one by one, and asked to evaluate the effectiveness of each package on two dimensions: informing Canadians about health effects of tobacco and encouraging Canadians to reduce their tobacco use. Brand and message varied by rotation, but within each rotation, brand and message remained constant.
Next, smokers were shown all four branded packs together and asked which size option would be most effective on the same two dimensions. Finally, smokers were shown all four branded packs together again, and asked which would be the best choice for cigarette packages in Canada.
EFFECTIVENESS OF SIZE OPTIONS
When it comes to informing Canadians about the health effects of tobacco, 21 percent of adult smokers say the 50 percent size option would be very effective, compared to 35 percent who say the same for the 75 percent size option, 48 percent who say the same for the 90 percent size option, and 60 percent who say the same for the 100 percent size option pack.
Combining the numbers of those who say very effective and those who say somewhat effective, 69 percent say the 50 percent size option would be very or somewhat effective, compared to 81 percent who say the same for the 75 percent size option, 84 percent who say the same for the 90 percent size option, and 85 percent who say the same for the 100 percent size option pack.
Anglophones are more likely than Francophones to think all these size options – the 50 percent option (72% vs. 57%), the 75 percent option (82% vs. 73%), the 90 percent option (85% vs. 79%) and the 100 percent option (88% vs. 77%) – would be at least somewhat effective.
Occasional smokers are more likely than those who smoke every day to think all these size options – the 50 percent option (79% vs. 67%), the 75 percent option (89% vs. 79%), the 90 percent option (93% vs. 82%) and the 100 percent option (91% vs. 84%) – would be at least somewhat effective.
Effectiveness in informing Canadians about health effects of tobacco
50% option 75% option 90% option 100% option
% % % %
Very effective 21 35 48 60
Somewhat effective 48 46 36 25
Total effective 69 81 84 85
Not very effective 21 11 7 6
Not at all effective 10 9 9 9
Total not effective 31 20 16 15
dk/na * - - *
* Less than one percent
Effectiveness in informing Canadians about health effects of tobacco
Rotation 1 Rotation 2 Rotation 3 Rotation 4
N=251 N=254 N=251 N=244
Player’s Rich Flavour Peter Jackson Full Flavour
Player’s Rich Flavour Peter Jackson Full Flavour
Mouth/Teeth HWM Mouth/Teeth HWM Lungs HWM Lungs HWM
Size Very Some Tot Very Some Tot Very Some Tot Very Some Tot
% % % % % % % % % % % %
50% 20 52 72 21 47 68 21 45 66 22 48 70
75% 38 45 83 39 41 80 30 44 74 32 51 83
90% 34 34 88 53 30 83 42 38 80 41 42 83
100% 69 21 90 62 21 83 56 29 85 53 30 83
When it comes to encouraging Canadians to reduce their tobacco use, 14 percent say the 50 percent size option would be very effective, compared to 27 percent who say the same for the 75 percent size option, 38 percent who say the same for the 90 percent size option, and 48 percent who say the same for the 100 percent size option pack.
Combining the numbers of those who say very effective and those who say somewhat effective, 58 percent say the 50 percent size option would be very or somewhat effective, compared to 69 percent who say the same for the 75 percent size option, 73 percent who say the same for the 90 percent size option, and 75 percent who say the same for the 100 percent size option pack.
Anglophones are more likely than Francophones to say all of these size options – the 50 percent option (62% vs. 45%), the 75 percent option (70% vs. 60%), the 90 percent option (75% vs. 65%) and the 100 percent option (78% vs. 67%) – would be very effective in encouraging Canadians to reduce their tobacco use.
Occasional smokers are more likely than those who smoke every day to say that the current 50 percent option (68% vs. 57%) and the 90 percent option (83% vs. 72%) would be very effective in encouraging Canadians to reduce their tobacco use. Those who intend to quit within 30 days are more likely that those who do not intend to quit to say all of these size options – the 50 percent option (67% vs. 54%), the 75 percent option (77% vs. 64%), the 90 percent option (81% vs. 69%) and the 100 percent option (81% vs. 72%) – would be very effective in encouraging Canadians to reduce their tobacco use.
Effectiveness in encouraging Canadians to r educe their tobacco use
50% option 75% option 90% option 100% option
% % % %
Very effective 14 27 38 48
Somewhat effective 44 42 35 27
Total effective 58 69 73 75
Not very effective 24 17 13 11
Not at all effective 17 14 14 13
Total not effective 41 31 27 24
dk/na 1 * * *
* Less than one percent
Effectiveness in encouraging Canadians to reduce their tobacco use
Rotation 1 Rotation 2 Rotation 3 Rotation 4
N=251 N=254 N=251 N=244
Player’s Rich Flavour Peter Jackson Full Flavour
Player’s Rich Flavour Peter Jackson Full Flavour
Mouth/Teeth HWM Mouth/Teeth HWM Lungs HWM Lungs HWM
Size Very Some Tot Very Some Tot Very Some Tot Very Some Tot
% % % % % % % % % % % %
50% 14 45 59 18 43 61 13 41 54 12 47 59
75% 31 43 74 33 38 71 21 42 63 22 45 67
90% 46 33 79 47 30 77 27 40 67 31 38 69
100% 56 26 83 55 21 76 43 30 73 38 31 69
MOST EFFECTIVE SIZE OPTION – INFORMING CANADIANS ABOUT HEALTH EFFECTS
When shown all four branded packs and asked to choose which of the four size options they think would be most effective in informing Canadians about the health effects of tobacco, 66 percent of adult smokers choose the 100 percent size option and fewer than 10 percent each choose the 50 percent size option (8%), the 75 percent size option (6%) or the 90 percent size option (8%). One in ten say that they are all equal (7%) or that none is the most effective (3%).
Most effective in informing Canadians about the health effects of tobacco
Size Total Rotation 1 Rotation 2 Rotation 3 Rotation 4
N=1,000 N=251 N=254 N=251 N=244
Player’s Rich Flavour
Peter Jackson Full Flavour
Player’s Rich Flavour
Peter Jackson Full Flavour Mouth/Teeth
HWM
Mouth/Teeth HWM
Lungs HWM Lungs HWM
% % % % %
50% 8 8 8 8 8
75% 6 3 7 3 11
90% 8 5 9 8 11
100% 66 71 67 68 59
All equal 7 10 5 8 7
None 3 2 4 4 4
dk/na * 1 – * *
* Less than one percent
Anglophones (69% vs. 58% of Francophones) and those who intend to quit within 30 days (73% vs.
63% of those who do not intend to quit) are more likely to think the 100 percent size option would be the most effective. Residents of Atlantic Canada (76%) and British Columbia (80%) are more likely than residents of Quebec (58%), Ontario (67%) and Alberta (64%) to think the 100 percent size option would be the most effective.
When smokers who selected the 100 percent size option were asked why they chose that option, the most frequent responses are: just a big health warning, no label, no distractions (67%), and visual impact, in your face, noticeable (39%). Much smaller proportions mention effective warning, clear message, straight to the point (8%) and more aware of health risk, constant reminder (5%).
Reasons for choice of 100 per cent size option as most effective in informing about health effects of tobacco
Total Rotation
Subsample: Those who choose 100% size as
most effective N=667
1 N=179
2 N=172
3 N=171
4 N=145
% % % % %
Just a big health warning/no label/no
distractions 67 66 64 71 69
Visual impact/in your face/noticeable 39 47 43 32 31
Effective warning/clear message/straight to
the point 8 8 10 7 7
More aware of the health risk/constant
reminder 5 7 6 2 2
Label/brand/advertisement along with
warning visible 4 2 4 6 3
Overpowering/aggressive/don’t want to
carry around 4 3 2 3 7
Encourage people to quit/cut down 3 3 4 3 1
Information 1 1 2 1 2
Same message/no difference (picture/text) 1 1 – 2 –
Consumer/companies want to see logo on
package * 1 1 – 1
Less colour/too plain/unattractive * 2 - - -
Not overpowering/more appealing
/attractive * 1 - - 1
Warning signs smaller * - - 1 1
Used to warnings/just ignore it * 1 - - -
Ineffective/aware of risk but will still smoke * - - - 1
Other 1 1 1 1 –
dk/na * – – 1 –
* Less than one percent
smokers (40% vs. 28% of occasional smokers) are more likely to mention visual impact, in your face, noticeable.
MOST EFFECTIVE SIZE OPTION – ENCOURAGING CANADIANS TO REDUCE TOBACCO USE
When shown all four branded packs and asked to choose which of the four size options they think would be most effective in encouraging Canadians to reduce their tobacco use, 68 percent of adult smokers choose the 100 percent size option and fewer than 10 percent each choose the 50 percent size option (6%), the 75 percent size option (6%) or the 90 percent size option (8%). A total of one in ten say that they are all equal (5%) or that none is the most effective (7%).
Anglophones (70% vs. 58% of Francophones) and occasional smokers (77% vs. 66% of every day smokers) are more likely to select the 100 percent size option as the most effective in encouraging Canadians to reduce their tobacco use. Residents of British Columbia (83%) are more likely than residents of all other regions (ranging from 58% to 70%) to select the 100 percent size option as the most effective.
Most effective in encouraging Canadians to reduce their tobacco use
Size Total Rotation 1 Rotation 2 Rotation 3 Rotation 4
N=1,000 N=251 N=254 N=251 N=244
Player’s Rich Flavour
Peter Jackson Full Flavour
Player’s Rich Flavour
Peter Jackson Full Flavour Mouth/Teeth
HWM
Mouth/Teeth HWM
Lungs HWM Lungs HWM
% % % % %
50% 6 5 7 5 8
75% 6 7 4 5 7
90% 8 6 10 7 7
100% 68 71 67 67 65
All equal 5 6 3 7 5
None 7 4 7 9 7
dk/na 1 1 1 * 1
* Less than one percent
When smokers who selected the 100 percent size option were asked why they choose that option, the most frequent responses are: just a big health warning, no label, no distractions (51%), and visual impact, in your face, noticeable (41%). Much smaller proportions mention effective warning, clear
message, straight to the point (9%), more aware of health risk, constant reminder (8%) and encourage people to cut down or quit (6%).
Reasons for choice of 100 per cent size option as most effective in encouraging Canadians to reduce their tobacco use
Total Rotation
Subsample: Those who choose the
100% size as the most effective N=675
1 N=178
2 N=170
3 N=169
4 N=158
% % % % %
Just a big health warning/no label/no
distractions 51 47 49 59 48
Visual impact/in your face/noticeable 41 43 49 34 36
Effective warning/clear
message/straight to the point 9 7 10 10 10
More aware of the health risk/constant
reminder 8 14 5 7 5
Encourage people to quit/cut down 6 10 7 2 5
Overpowering/aggressive/don’t want
to carry around 5 5 4 4 8
Label/brand/advertisement along with
warning visible 1 2 1 1 2
Informative 1 1 1 1 2
Same message/no difference (picture/
text) 1 1 1 1 1
Not overpowering/more
appealing/attractive 1 1 - 1 1
Ineffective/aware of risk but will still
smoke * - - 1 1
Used to warnings/just ignore it * 1 1 - -
Warning signs smaller * - 1 - -
Focus toward youth/new smokers from
smoking * 1 - - -
BEST CHOICE
When asked to choose which size pack would be the best choice for cigarette packages in Canada, 35 percent pick the 100 percent size option, 34 percent pick the 50 percent size option, 13 percent pick the 90 percent size option and 12 percent pick the 75 percent size option.
Those who smoke everyday (35%) are more likely than occasional smokers (26%) to choose the 50 percent size option (the current size). Those who intend to quit, either within 30 days (42%) or within two to six months (38%) are more likely than those who have no plans to quit (31%) to choose the 100 percent size option.
Best choice for cigarette packages in Canada
Size Total Rotation 1 Rotation 2 Rotation 3 Rotation 4
N=1,000 N=251 N=254 N=251 N=244
Player’s Rich Flavour
Peter Jackson Full Flavour
Player’s Rich Flavour
Peter Jackson Full Flavour Mouth/Teeth
HWM
Mouth/Teeth HWM
Lungs HWM Lungs HWM
5 % % % %
50% 34 34 34 35 32
75% 12 13 12 11 14
90% 13 9 14 13 17
100% 35 38 36 34 33
All equal 2 3 1 3 2
None 3 2 3 4 2
dk/na * 1 1 * –
* Less than one percent
When smokers who selected the 50 percent size option are asked why they choose that option, the most frequent responses are: label, brand or advertisement visible along with warning (31%) and not overpowering, more appealing or attractive (23%). Much smaller proportions mention warning signs smaller (9%), effective warning, clear message, straight to the point (7%), visual impact, in your face, noticeable (6%), consumer and companies want to see logo on the packages (5%), and just a big health warning, no label, no distractions (5%).
Reasons for choice of 50 per cent size option as best choice for cigarette packages in Canada
Total Rotation
Subsample: Those who choose the 50% size as best
N=355 1 N=84
2 N=85
3 N=87
4 N=79
% % % % %
Label/brand/advertisement along with warning visible 31 31 28 28 34
Not overpowering/more appealing/attractive 23 12 31 18 31
Warning signs smaller (picture/text) 9 15 6 15 1
Ineffective/aware of risk but will continue to smoke 9 11 8 12 6 Effective warning/clear message/straight to the point 7 9 7 8 4
Visual impact/in your face/noticeable 6 1 8 8 5
Used to warnings/just ignore it 6 10 8 4 4
Just a big health warning/no label/no distractions 5 6 3 6 2 Consumer/companies want to see logo on the
package 5 3 3 5 10
Warning size not important/not necessary 3 5 1 - 5
Overpowering/aggressive/don’t want to carry around 3 3 2 1 4
Same message/no difference (picture/text) 3 1 2 1 6
More aware of the health risk/constant reminder 1 3 1 - 1
Encourage people to quit/cut down 1 - 1 - 1
Informative 1 2 3 - -
Other 7 6 5 8 7
dk/na * - - 1 -
* Less than one percent
When smokers who selected the 100 percent size option were asked why they chose that option, the most frequent responses are: just a big health warning, no label, no distractions (27%), encourage people to cut down or quit (24%), and visual impact, in your face, noticeable (23%). Smaller proportions mention effective warning, clear message, straight to the point (16%), more aware of health risk, constant reminder (8%), overpowering and aggressive, don’t want to carry around (6%), and focus toward youth/new smokers from smoking (4%).
Reasons for choice of 100 per cent size option as best choice for cigarette packages in Canada
Total Rotation
Subsample: Those who choose the 100% size as best
N=354
1 N=96
2 N=81
3 N=86
4 N=81
% % % % %
Just a big health warning/no label/no distractions 27 23 22 35 30
Encourage people to quit/cut down 24 24 23 21 26
Visual impact/in your face/noticeable 23 31 31 13 17
Effective warning/clear message/straight to the point 16 15 11 20 21 More aware of the health risk/constant reminder 8 7 13 4 10 Overpowering/aggressive/don’t want to carry around 6 6 5 8 6
Focus toward youth/new smokers from smoking 4 5 5 4 1
Label/brand/advertisement along with warning visible 2 1 4 2 2
Informative 2 1 1 3 1
Consumer/companies want to see logo on the
package 2 2 - - 6
Less colour/too plain/unattractive 1 2 - - -
Not overpowering/more appealing/attractive 1 1 1 1 2
Ineffective/aware of risk but will continue to smoke 1 1 - - 1
Same message/no difference (picture/text) * - - - 1
Warning signs smaller (pictures/text) * 1 - - -
Other 3 2 2 3 5
dk/na 1 - 1 1 1
* Less than one percent
Experimental testing: Comparison of branded and plain packs
The major objective of the Comparison section is to evaluate adult smokers’ response to the branded vs. plain packs, controlling for the brand and size of the health warning message. Two size options were compared: 50 percent coverage and 75 percent coverage.
Adult smokers were shown two pairs of packs. One pair consisted of a branded pack and a plain pack, both with the same brand name and HWM, and both with the 50 percent size option for the health warning message, and the other pair consisted of a branded pack and a plain pack, both with the same brand name and message, and both with the 75 percent size option for the health warning message. Brand and message varied by rotation, but within each rotation, brand and message remained constant.
For each pair, smokers were asked to indicate which pack they thought would be more effective on two dimensions: informing Canadians about health effects of tobacco, and encouraging Canadians to reduce their tobacco use.
When branded packs are tested against plain packs, controlling for the size of the health warning message, smokers think the plain pack is more effective than the branded pack in informing Canadians about the health effects of tobacco. When a branded and a plain pack with the 50 percent size option are compared, 48 percent say the plain pack is more effective, while 20 percent say the branded pack is more effective; a total of three in ten say both are equally effective (25%) or neither is more effective (7%).
When a branded and a plain pack with the 75 percent size option are compared, 50 percent say the plain pack is more effective than the branded pack in informing Canadians about the health effects of tobacco, while 19 percent say the branded pack is more effective; a total of three in ten say both
When a branded and a plain pack with the 75 percent size option are compared, 50 percent say the plain pack is more effective than the branded pack in informing Canadians about the health effects of tobacco, while 19 percent say the branded pack is more effective; a total of three in ten say both